Michael established Force in 1992 after identifying the opportunity to distribute accessories for the emerging mobile communications market in Australia. Prior to this Michael worked in the Engineering sector and holds qualifications in both Electronic Engineering and Accounting; an interesting combination that have been invaluable skillsets in his current role.
Michael’s key role focus is ensuring that Force remains a profitable and sustainable business, with an offering that remains 100% relevant to Force's retail partners and end consumers.
What do you love about working for Force?
I love being involved in an incredibly dynamic and ever changing technology-driven market place where we are continually challenged to find new, innovative and unique ways to deliver greater value to all our stakeholders.
What has been the biggest industry development in the last decade?
It’s no longer a local market place with defined consumer boundaries. The industry is now global and incredibly transparent and consumers and sellers have greater options to trade directly, bypassing traditional supply chains.